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Quick Review of Assignment Three: 3 Ad Concepts as
a Campaign
- Background: Svedka
Vodka is wants to compete with vodkas like Smirnoff
Vodka.
- Their current ad campaign
uses sex.
- Net Impression: Svedka is a high-quality
ad at a reasonable price.
- Brand Character: The ads should be spontaneous,
uninhibited, spirited, sexy, cool.
- Executional Mandatories: Print, 3 ads in
a campaign manner -- Kuperman wants to see how the
idea works in ads in succession.
- Also, bring in all scribbles and notes that lead
to the final concept.
- "There are some
categories where you'll almost always deal in parity
(e.g. fashion, liquor, cigarettes, etc.)
Sometimes it's the the way it looks that is the idea
of the brand."
- NOTE: There is more background
information that I will not divulge for ethical and
possibly legal reasons.
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Staffen's Work Background
- Had Bob Kuperman as a teacher.
- His first job in 1985 was at DDB, went to Chiat/Day
LA, went back to DDB NY, went to Ogilvey and Mather,
went back to DDB NY, went to DDB Chicago office and
is now back at DDB NY for the fourth time and has
been there for the past two years.
- Said he's drawn to DDB because creativity is in
the agency's DNA. Few agencies tend to be consistently
more creative than others and DDB NY is one of them.
- He has over thirty creatives reporting to him --
combination of art directors and copy writers.
- Worked on creating the Michelin Tire ads with the
babies in the tires, New York Lottery's "Hey,
you never know." campaign.
"Be Svedka."
- A fellow student came out with a concept of headlines
with visuals of goofy people and a tagline, "Be
Svedka."
- It was a good concept except it worked better if
it killed her headlines, pushed the visuals to be
goofier and kept the tagline.
- It does a great job of creating a new language visually.
"Spend the Night."
- A fellow student had candid photos of people having
fun with the headline "Spend the night with Svedka.
Just send us the snapshots."
- Again, he took out a lot of copy (subheadline,
body copy and tagline) and said that he should concentrate
on the main idea of the snapshots.
- The promotion of sending photos back in is what
makes the campaign so real -- even if nobody sends
any ads in.
Pealing an Onion
- The creative brief builds your ideas. It's up to
the creative director to edit the ideas.
- It's like pealing layers from an onion -- he has
to take away the unnecessary things that were over-built
with the brief.
- Kuperman typically
introduces John by saying, "John takes out the
garbage."
Too Much Copy Can Work -- Sometimes
- Helmut Krone once created a Porsche ad spread with
a photo of a Porcshe with tons of copy, no headline
and basically looked like engineering notes artfully
rendered.
- It made you think that there was a TON of technical
stuff that made it more than worth the price tag.
- "It wasn't
the copy itself that made it work -- it was the IDEA
of the copy."
-
Liquor advertising is so much about how an image is
treated.
Speak of the Devil
- My concepts were next and he liked the way the images
were treated -- they had their own look.
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Good Advertising
- Real good advertising
quite often comes out of some human truth.
Assignment Four: 3 Ad Concepts as a Campaign
Due Wed., Oct. 16, 2002
- Opportunity for the Advertising: Stand
apart from all the rest by bringing kids a Reese's
Peanut butter taste experience all of their own. It's
different with Reese's Pieces. There are other candies
that are similar to the size and shap of Reese's Pieces,
but only Reese's Pieces delivers just a peanut butter
taste. And while competitors might speak to their
own unique taste, none combine that with the actual
eating experience kids enjoy.
- Audience: Kids ages 6 - 14 (bulls eye --
10 years old). Although taste appeal is the first
thing that kids talk about when it comes to candy
and sweets, they really want more. They care about
why and what makes it fun to eat. Every
kid has his or her own candy preferences. Some like
sour, some like chocolate, others crave peanut butter.
They also have their own way of consuming. It's a
personal thing.
- Proposition: Peanut
butter you can play with.
- Why is this true: 1) The creamy taste of
Rease's Peanut Butter and 2) Its size, shape and unique
color combination lend to creative eating... any way
that you want.
- Tone: Engaging, imaginative and energetic.
- Positioning: To kids 6-14, Reese's Pieces
is the only candy that gives you creative ways to
enjoy the creamy taste of Reese's Peanut Butter because
of its size, shape and unique color combination.
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